Stiftung Warentest is one of the most important consumer protection organisations in Germany, empowering consumers to protect themselves. For their Test Magazine’s December 2013 issue, they, inter alia, tested hazelnut chocolate. Ritter Sport’s hazelnut chocolate was given a failing grade....

Today there is a clear consensus that customer orientation is a competitive necessity in order to survive in a market. In this article, the authors will analyze questions addressing brand management, especially the activities of retailers who are developing their own brands. As evidenced by the...